Articles on: Campaign and Automation

How to create a multi touch campaign

A multi-touch campaign lets you send multiple emails or SMS to a segment/list of users or all your subscribers. It is slightly more complicated than single touch campaigns, but it lets you create an elaborate flow of messages that you can send over several days.

You can split your audience based on certain conditions and send them separate messages, e.g., people who placed more than five orders can be sent a different message, and the remaining can be sent another message. You can also A/B test two different email messages and measure how they perform.

Multi touch campaign consists of four essential steps

The messages (email or SMS) you want to send
Who do you want to send it to (a list or segment of users)
When do you want to send it (i.e., schedule)
The order of messages and conditions, if any

Let's design a campaign to send emails to new email subscribers. The email should be sent immediately when they subscribe.

Step 1: Compose

Name your campaign
Select Multi touch as Campaign Type.

Campaign Compose

Step 2: Audience

Choose all users so that all the new customers are eligible for this campaign.

Campaign Audience

Step 3: Schedule

Select Action based as the entry condition because we want to deliver this campaign to all new users who have subscribed to our emails.
Now select Perform Event and Subscribed to Emails as campaign triggers.
Deselect Re-eligibility for the campaign as this email should be sent only once when they subscribe.
Conversion events can be turned off or on depending on the kind of emails you are sending. If your messages are educational, it is okay to keep sending emails.

Campaign Schedule

Step 4: Campaign Flow

Open the canvas editor and design a flow by dragging email and SMS blocks on the left to the editor.
Click on any block to edit the properties. You will find properties similar to a single touch campaign.
You can save the flow by clicking on the save button on the top right.

Campaign Flow

Step 5: Campaign Summary

Validate all the properties of the campaign and save it.

Campaign Summary

Updated on: 08/12/2022

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